A blog about my landscape image making. On landscape imaging in general, bits of history and related disciplines (Architecture, Geography, Neuro Science, Philosophy and whatever happens to get my attention)

2013-01-18

Scroll past the video for the Italian version// Italiano dopo il video
Part I

2012 certainly will not be remembered for the end of the world. In photography, though, the past year might be remembered for at least a couple of things.

To begin with, the immense volume of pictures exchanged in pure digital form reached levels never thought of before. Millions of individuals willing to satisfy their aesthetic, emotional and cognitive needs, relying barely on virtual formats, are exchanging, liking, sharing and sieving out what does not receive a general consensus. Some kind of an evolutionary, bottom up, aesthetics is coming to life. As a consequence artists and curators are finally starting to realize how much they have been displaced. Nevertheless, the still dominating print culture among photographers is at risk to generate something like an Arcadia for “real” photographers. What happened with instagram, just to quote one of the many possible examples, is that people just had visual needs to satisfy and found a way to fulfill them. Online. Technique is a problem ? … use filters and other decorations. I suspect that aesthetic needs are quite adaptable to the available “flowers” (see Denis Dutton on this, beware that we are on a highly speculative hypothesis here, with lots of genre suppositions that have scarce evidences. His book take on the thing a bit more seriously though). Anyway the instagram phenomena, as far as I know, is still not completely understood.

Not that photography was not online prior to 2012. Indeed it is there since day one of the web and even before either with the free Usenet news in the comp. and alt. groups, and on some non free bbs services like “Compuserve”. Coming to the web, Philip Greenspun’s sites on photography may be considered the main starting point. His “Travels with samantha” became the blueprint for the forthcoming blogs. Photo.net, by contrast, established a model for interaction between photographers - either for sharing pictures or exchanging ideas via forums. Flickr.com, which came in later, was mainly an enhanced version of the latter. Photo.net, that started in 1993, took some years to gain momentum. By the time it reached critical mass several other sites appeared over the Internet, some implementing the first instances of what was to become the “prints shop” model. By 2000 almost every conceivable interaction via some kind of site was available, and mainly everything new was made as a derivation of what was already sketched in photo.net.

The technical journals, were perhaps the first victims of forums and photography news sites. As a direct consequence several photography journalists, facing the need to find an alternative income source, went to the Internet as a way to reconnect with their former papery audience. The general enthusiasm hoisted by the rumors of what was to come, just a year away, the burst of the internet bubble, pushed several well known photographers and some historical archives to set up their own sites; to establish a presence and for self promotion purposes. Emulating those examples, in a very short time, the Net was filled up with portfolio sites and photoblogs with the good help of the digital revolution in photo techniques. Curators, coming from the agonizing journals, got the situation earlier. In some ways they realized that there was an option to gain a huge body of online followers and photographers, looking for some order in Net’s apparent chaos.

The “prints shop” model, though, still dominated the scene. Despite the high numbers in online circulation, serious things were to happen outside the Net. Exhibits, and galleries mainly relied, and still rely, on the internet exclusively as a broadcasting tool for strictly grounded initiatives. The audience, though, went elsewhere. The dominant expression in many internet photo places is that a “photo is always ways better seen when printed than on a monitor”, unfortunately as such not visible online. More, considering the abundance of good quality monitors there could be a lot to debate. But in the end it is enough to count and compare how many pictures each of us sees online and how many in printed form.

At this point the subject of the second 2012 notable event comes in: Flak Photo. Launched in 2006, is one of the few photo galleries almost completely online devoted to “serious” photography. Based on a site, and not on a blog. Exclusively run on an aesthetic purpose and a user driven flair, the gallery begun its activities publishing selected pictures on a daily basis. The selected pictures were consistently connected to some of the “out of the Net” best art practices. Last year, 2012, the gallery launched a call for content from photographer’s who depicted, in one way or another, the US landscape from the beginning of the new millennium. In this way the gallery launched itself into what I believe is the second turning point for photography over the web. An online only gallery tackling on the uneasy goal to build up an overview of photographer’s gaze over the US Land. The subject connected, in a more or less explicit form, to the “new topographics” exhibit held for the first time 37 years before. The goal for Looking at the Land — 21st Century American Views was that to make a selection of pictures, among the many sent in, and to present them in an online format. The format allowed for one picture for each photographer with a space for textual considerations, presentations and author’s web address. The theme, cleverly, focuses on the subjective view of each photographer avoiding the pitfall to pretend to have the sole possible imprint. And just this makes for a serious innovation among curators. Less ego and more content one would say.

Indeed for the few words and infos from Andy Adams (the man behind all this) it took a lot of work to set up the whole thing. I firmly believe that there is a space for curators investing in infrastructure and time trying to be as open as possible in the curation. Taken this way the curator’s task is not free lunch, though. Well, seen in absolute numbers, flack photo may not compare to more generalist photography sites but I guess one could bet on it to have one of most consistent followers base. And that may have some weight. After all, the end of the era of the “absolute” unleashed many competing aesthetics.

But let us get back to the “prints shop” model for photographers and “Advertise only” model for exhibits, for a final note. Staying to the Stanford Web Crediblity Research there is no worse thing than induce the web user into a doubt about the content she/he/it is looking at, or negate the accesses to the promoted event. Don’t you think that telling people they are seeing is just a bad copy, might upset a bit, or, at least, induce some doubts ? And the same does not apply to exhibits asking you to join in, without an online quality preview, maybe several hundred miles away ?